Lake Country This Month
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AUGUST 2013 FREEMAN & ENTERPRISE LAKE COUNTRY • Page 3A Hartland-based company sees significant growth in locations, changes name By Katherine Michalets Special to The Freeman HARTLAND – As consumers' needs evolve, so have the products carried by Batteries Plus, which in recent years added light bulbs and now has changed its name to Batteries Plus Bulbs to reflect that growing market. Headquartered on Walnut Ridge Drive in Hartland, the 25-year-old company occupies about 15,000 square feet in an industrial park. That's a stark difference from its early beginnings as a single store in Green Bay in 1988. CEO Russ Reynolds envisions continued growth in franchisees, new products and services. What's in a name? During the fourth quarter of 2012, new locations were opened as Batteries Plus Bulbs. This summer the company announced its effort to rebrand new and existing locations with the same name to reflect the company's increased focused on selling light bulbs. "We continue to look for more ways to meet customers' needs and new ways to drive revenue to the store," Reynolds said. As incandescent light bulbs are slowly removed from the market, there is a growing demand for LED bulbs, which Batteries Plus Bulbs stocks. Reynolds said dollar stores have been a strong seller of incandescent bulbs, but due to the cost of LED light bulbs they will not be able to sell them, resulting in a shift in the marketplace. "They are being eliminated in a phased approach," Reynolds said of incandescent light bulbs. "So there was also a significant channel void because of that." Batteries Plus Bulbs hopes customers turn to them for their lighting needs. In the top batteries, in addition to vehicle batteries for cars, trucks and lawn and garden equipment. "We focus on being very broad and very focused on the things we do," Reynolds said. Franchise success Batteries Plus Bulbs is owned by Roark Capital Group, which owns 23 brands, including Cinnabon, Auntie Anne's and Arby's – many of which are strong franchisors. Reynolds said less than 1 percent of companies that offer franchise opportunities get to 100 franchises. Russ Reynolds According to its website, Batteries Plus Bulbs was Shoppes at Fox River locanamed by Franchise Busition, there is a display illusness Review in its Top 50 list trating the energy costs per of franchisors with the highyear for different types of est overall franchisee satislight bulbs, including LED. faction in 2012, and ranked There are many kinds of as the no 1 Retail Battery light bulbs for sale in the Franchise by Entrepreneur store, including ballast lights, Magazine and halogen light bulbs and deco- AllBusiness.com. rative bulbs. The Shoppes at Fox River The future location has had its signage The customers and their changed to reflect the new needs are largely what name, but it will be about a Reynolds said Batteries Plus four-year process to switch Bulbs will focus on going forall approximately 560 locaward. tions, Reynolds said. "Like any retailer we are very focused on doing business with the customer anyReynolds said about 50 time, anywhere and on any Batteries Plus Bulbs stores device," he said. "That's a big are being built each year. He investment that we are in believes the company will throes of making right now." hit "critical mass for the Having started in the Midbrand" at between 800 and west, Reynolds said the com1,000 stores and wants to get pany has good brand recognito the point where there is tion here, and it will take enough brand recognition another three to five years for residents of a communi- for the brand recognition to ty to want the company to grow at the national level. locate there. In the coming years, BatThe business plan for Bat- teries Plus Bulbs will continteries Plus Bulbs includes ue to reinvent itself and get having a strong selection of better, Reynolds said. products that you often can't Another area that the comget other places. Reynolds pany is testing is device said people may think of repairs, such as fixing a going to Best Buy or Radio cracked iPhone screen. Shack to buy a battery, but Reynolds said there are 11 often those stores don't have million iPhones in use and a diverse selection. not many places to fix them "If you can't get it from us, locally . you can't get it. And we can The company also plans on always get it," Reynolds continuing to stay and grow said. in Hartland. Some of the items for sale "We're really glad that in the Shoppes at Fox River we're based here and we location include industrial think that has been part of our success," Reynolds said. alkaline, cellphone and lap- Store growth Hartland firm honored for sales, employee growth Embedtek supplies computers, digital displays for original equipment manufacturers By Kevin Passon Special to The Freeman HARTLAND – Kent Tabor founded EmbedTek in 2002 with a staff of about 10, but the company really took off when three friends invested in the firm in 2010. Since then, sales have increased from $1 million in 2010 to $10 million last year and are estimated to be $15 million in 2013. The number of employees has also increased, from those 10 in 2010 to 50 today and it is projected to be between 75 and 90 in 2014. Because of that significant revenue and employment growth, EmbedTek was named one of the "Fortune 50" companies by the Milwaukee Association of Commerce's Council of Small Business Executives. Recognition comes from a team of leaders representing small and large companies, as well as the business media. "Each of the four partners has a focus, an area of core expertise," said Dan Aicher, CEO. "We really do live by the golden rule. Our employees know that, and our customers know that." Added Ted Platz, vice president of sales: "There is a trust that exists (among the four owners), a common set of values that guide us." Embedtek designs and manufactures single-purpose computers and digital displays for original equipment manufacturers. An embedded system is a computer system with a dedicated function within a larger mechanical or electrical system. By contrast, a generalpurpose computer, such as a personal computer, is designed to be flexible and to meet a wide range of enduser needs. Broad range of designs, services EmbedTek's designs leverage commercial, off the shelf technology augmented with engineered hardware and software specific to its cus- tomers' applications. Services include research and development, engineering design, proof of concept, prototyping, validation, manufacturing, distribution, ongoing service and supply chain management. Its products are found in a range of other devices, from fitness equipment and medical devices to surveillance systems and training simulators. Tabor is the chief technology officer, and Tom Fotsch, COO, rounds out the group of owners. Aicher, Fotsch and Platz worked together for many years at Dedicated Computing, growing it from $1 million to $120 million in revenue and from 15 employees to more than 200 during the course of eight years. Tabor founded Granite Microsystems in the 1980s and grew the business similarly and left around 2002 to found EmbedTek. Granite Microsystems continues to operate in Mequon. Platz leads five account executives who research prospective clients and their needs before the potential customer is approached. Those customers are from across the nation as well as the globe. "A lot of our competitors are from Taiwan and China," Aicher said. "We're pulling this business into Hartland, Wisconsin." Aicher likes to tell the story of a senior executive from the Silicon Valley in California who used to have his firm's computer needs met by overseas companies. "He was trying to figure out why he's on a plane, going to Wisconsin for a technology provider," Aicher said. As with any new business venture – and this is still a relatively new business – there are challenges, not the least of which is finding the talent to produce the final product. Aicher said EmbedTek officials work with area col- Submitted photo All EmbedTek equipment is checked several times before it is shipped to the customer. At a glance What: EmbedTek, a company that designs and manufactures embedded computers and integrated display solutions for original equipment manufacturers Owners: Dan Aicher, CEO; Kent Tabor, chief technology officer; Tom Fotsch, COO; and Ted Platz, vice president of sales Where: 1115 Cottonwood Ave., Hartland Phone: 367-3900 Website: www.embedtek.net leges, universities, technical schools and even high schools to drum up support for the profession, offering internships and other training opportunities. He said it's not just about finding someone to hire for next month, but it's looking ahead to what the needs will be in a few years. Sales are projected to climb to between $25 million and $30 million in 2014, and between $40 million and $45 million in 2015. EmbedTek's home in Hartland encompasses about 20,000 square feet. Aicher said by the second half of 2014, the firm expects to lease, purchase or build to suit between 50,000 square feet and 60,000 square feet, with the land available to increase another 50 percent beyond that. The Future 50 companies will be honored at an awards luncheon Sept. 19, at The Pfister Hotel in Milwaukee. W WOODMASTERS .S. FINE WOODWORKING STUDIO 233757001 Batteries Plus Bulbs lights up market Can't find what you want? I can make it for you! • • • • furniture that defines art all natural wood with clear finishes unique handcrafted wood furnishings simple to elaborate solid wood inlays HARTLAND 262.966.1012 From the Ordinary to the Extraordinary See my website for a full range of products www.wswoodmasters.com WHEN IT COMES TO WATER ONE CALL DOES IT ALL! 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